Prime Video rolls out Clips feed for mobile show and movie discovery
Prime Video’s new vertical Clips feed turns NBA highlights, movie scenes and series moments into swipeable samples as Amazon chases mobile discovery.
Streaming apps are starting to look less like libraries and more like social feeds, and Prime Video’s new Clips feature shows why. Amazon rolled out a scrollable, short-form vertical video feed inside the app to help viewers sample shows and movies faster on phones, a sign that discovery has become the next battlefield for subscription services that already hold massive catalogs.
Clips first appeared with NBA highlights on the NBA collection page during the 2025-26 season, and Amazon is now expanding it across the Prime Video experience to include moments from movies and series. The company said the feature was part of a broader push to improve the mobile experience, with the goal of making it easier for viewers to find something worth watching without digging through menus or scrolling past titles they may already pay for but rarely open.
The feed gives Prime Video a more social-media style path into its library. From a clip, users can add a title to their watchlist, share it with a friend, or move directly to rent, buy, or watch it through their subscription. Amazon said the rollout was beginning in the United States.
The launch also lands in a crowded race to borrow from the attention economy. Netflix recently introduced a similar vertical video feed called Clips on its mobile app, designed for quick visual discovery and short clips tailored to user tastes. Disney+ has also introduced Verts, a comparable mobile feed in the United States that lets viewers preview scenes from movies and shows in vertical video. The convergence suggests that the major streamers now see swipeable video as one of the few ways to keep audiences moving deeper into paid libraries instead of out of the app.
For Amazon, the timing is especially strategic. The 2025-26 season is the first year of Prime Video’s NBA coverage, part of Amazon’s 11-year media rights deal with the league that also includes WNBA games. That gives Clips a high-profile sports showcase while Amazon broadens its live sports offering and tries to turn highlight-driven curiosity into longer viewing sessions across entertainment and sports alike.
The rollout points to a larger shift in streaming: the platforms are no longer just serving content, they are redesigning how people stumble into it. In a market full of subscriptions and underused libraries, the new discovery layer may matter as much as the shows themselves.
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